今典集团董事长张宝全先生发表演讲 HOUSE365/摄 This book group chairman Mr. ZhangBaoQuan speech HOUSE365 / taken365 365地产家居网 Real estate home JuWang贾丛 JiaCong2012 2012博鳌房地产论坛现场报道 Boao real estate BBS site reports

　　2012年8月10日，“平衡与发展 可持续的中国房地产”2012博鳌房地产论坛进入到第二天，住建部政策研究中心主任秦虹、莱蒙国际、中原地产等地产大腕将在上午进行主题演讲。

August 10, 2012，“Balance and sustainable development of China's real estate”2012 boao real estate BBS into the next day，Live JianBu policy research center director QinHong、Lime international、The central plains real estate and so on real estate big shots in the morning on the lecture。

　　其中今典集团董事长张宝全先生发表了题为《旅游地产在中国的前景与运营》的演讲，他主要从旅游地产的角度阐述目前的房地产市场现状，转型是当务之急，而做好产品定位与运营更加关键。

This book group chairman of the board of ZhangBaoQuan sir published titled《Tourism real estate in China's prospects and operation》speech，His main tourism real estate from the perspectives of the current real estate market present situation，Transformation is a priority，And do product positioning and operation is more critical。

　　今典从2004年开始进入旅游地产的，亚龙湾红树林是2004年4月份开工，到当年底12月份开业，从开工到开业历经8个月时间，可以说无论是在亚龙湾还是在中国，还是在世界去建五星级酒店，目前在时间上红树林是个奇迹。

This book from 2004 to begin to enter tourism real estate，Yalong bay mangrove tree resort is April 2004 to start，To that bottom opening in December，From the commencement to practice after 8 months time，Can say whether in China or in yalong bay，Or in the world to build a five-star hotel，At present in time mangrove is a miracle。

　　但在这之前，今典也是做传统地产，张宝全先生坦言在转型上面也遭遇了很多焦虑。其实，当时在中国做地产做得最有名的是今日艺术汇、还有艺术街。2007年时，今典在全国拿了很多以文化为特色的传统地产土地。但那个时候总感觉拿地不对。后来，在2007年的时候，如果继续往下做的话，就面临一个上市的问题。但在2007年，还是把上市办解散了。然后把精力都放在旅游地产上。到目前为止，在运营、建设、设计的已有10座。

But before that，This book is also do the traditional real estate，Mr. ZhangBaoQuan said in the transformation it also encountered a lot of anxiety。In fact，At that time to do in China real estate doing the most famous is today art exchange、And art street in dong hai。In 2007，This book in the national took many to characteristics of the culture of traditional real estate land。But that time always feel to get wrong。later，In 2007，If you continue to do so，Will face a listing of the problem。But in 2007，Or the listed do dissolved。Then concentrate on the tourism real estate。So far，In the operation、construction、Design for 10 seat。

　　表面看起来是对一种业态的选择，或者说是对一种形式的选择。旅游度假的本质就是对现实的逃离，对生命的一次发现。个人认为，度假和旅游也是一次休闲，每次选择一次度假和旅游就是想选择一次超越，选择一次脱离，选择一次发现。

The surface looks is a choice of formats，Or is it a form of choice。The essence of the holiday is to escape from reality，To life a discovery。Personally think，Vacation and travel is also a leisure，Each time you select a vacation and travel is to choose a time beyond，Choose a time out，Choose a discovery。

　　就是说我们拿一块地，是做现实？还是做超越？现在所做的旅游产品可能还是一种现实。以国家旅游区做以居住为主体的方式，值得反思个人认为可能是对资源的浪费，而最终违背了度假的本质以后，可能价值在未来也很难体现，包括所有的投资者在不清楚的情况下，购买完这样的物业以后，随着中国房价市场的稳定，如果投机将来不存在的时候，它所花费的度假成本并不低。

That means we take a piece of land，Is do a reality？Or do beyond？Do now tourism products may still a reality。With the national tourist area to live as the main body of the way，What is worth reconsidering personally think may be to waste of resources，And the final against the holiday after essence，That could be worth in the future is difficult to reflect，Includes all the investors in unclear circumstances，After buying such property later，With China's house price market stability，If in the future when speculation does not exist，It spend holiday cost is low。

　　度假也好，旅游也好，都是想把自己从社会中脱离开，所谓社会就是关系，关系就是社会，无论是薪资还是财富，都是在这种关系中形成的，不能脱离这些关系。但是，基础的物质文明是我们在生存时必不可少的，这就决定了尽管我们想脱离也是做不到的，只能在某一个时刻或者说在某一个精神层面来做这种选择。

Holiday or，Tourism or，Are all want to put themselves from society from open，The so-called society is relationship，Relationship is that the society is，Whether salary or wealth，Are in the relationship of form，Can't from these relationships。but，Basic material civilization is our survival in when necessary，This determines the although we tried to break away from also can't do，Only in a certain time or in a certain spiritual level to make this choice。

　　在今天，张宝全认为中国的很多地产商从传统地产向度假旅游或者商业地产转型的过程中，这样一种内在本质的营造，可最终它才能真正地创造一种财富，或者说给我们的未来留下美好。那么，旅游度假的本质是什么？就是对现实的一次逃离和对生命的一次发现。

In today，ZhangBaoQuan say China's many developers from the traditional real estate to vacation tour or commercial real estate in the process of transformation，Such an inner nature build，But in the end it can really create a kind of wealth，Or leave a good to our future。so，What is the nature of tourism holiday？To the reality is an escape from life and a find。

　　目前，中国正在全面地从观光休闲向度假休闲转型，这一点也是我今天要和大家共同讨论、分享的。现在，很多房企在转入旅游度假开发以后，大面积地圈地，大面积的投资。观光休闲的核心资源是人文资源，以门票经济为主体，以人头到达为主要效力体现。

At present，China is fully from the tourism and leisure to vacation and leisure transformation，This is also I today to discuss with you、share。now，A lot of room to enterprises in tourism holiday after the development，Large area ground enclosure，Large areas of investment。The core of tourism and leisure resources is human resources，Tickets to the economy as the main body，To head for the main effect to reflect。

　　当你把这些都做对了，就会有好的运营。运营，我认为和两个方面最相关，即资源和团队。今天，中国的旅游地产在运营过程中，我认为本质的选择、产品和规划是否正确？我觉得，在不久地将来要慢慢显现，可能还会有负面作为。当然，我们需要时间和代价使得我们净化。不是说你盖一个酒店就是商务酒店，盖一个中心就是商业中心，如果没有准确定位的时候，它的风险比住宅更大。商业资产不能被运营，就是垃圾，只要被运营，就会产生高额的运营费用，如果没有人来投资的时候，它就是一堆房子，它不是酒店，也不是商业中心，甚至于你拿它做仓库可能都觉得不太方便。

When you put all these did the right thing，There will be good operation。operation，I think the most relevant and two aspects，Namely resources and team。today，China's tourism real estate in the operation process，I think the choice of nature、Products and planning is correct？I think，In the near future to slowly to appear，May also have a negative as。Of course，We need time and price make us purification。Not to say that you cover a hotel is a business hotel，Cover a center is the commercial center，If there is no accurate positioning of the time，The risk of it than the house more。Business assets cannot be operation，Is rubbish，As long as be operation，Can produce high operating costs，If no one to invest time，It is a pile of house，It is not the hotel，Also not commercial center，Even if you take it warehouse may feel is not very convenient。

　　那么，做度假旅游，做商业地产，在定位、资源和运营方式上，如果这些问题不能解决的话，还仍需要小心。

so，Do to be on a vacation the traveling，Do commercial real estate，In the positioning of、Resources and operation way，If these problems cannot be solved words，Still need to be careful。